Bajaj Group is an Indian conglomerate founded by Jamnalal Bajaj in Mumbai in 1926. Bajaj Group is one of the oldest and largest conglomerates based in Mumbai, Maharashtra. The new brand identity with only “BAJAJ” in an expanded, all caps logotype reinforced the confidence of the brand and made it far more legible on a vehicle at speed. The new “flying B’ symbol depicts smooth ride, flying speed and soaring excitement and carries forward the foundation, trust & pioneering spirit of the Bajaj team. Without letting go of the familiarity, the selection of a younger blue that continued to stand for precision engineering & excellence in technology. The identity usage was standardized across various applications and the retail experience was consolidated, to reflect positive change in the company.